大连TB公司水果出口差异化竞争战略研究

发布时间：2018-06-18 18:00

本文选题：大连TB公司 + 水果出口　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着世界经济进入后金融危机阶段,美国、欧洲等我国主要贸易区经济萎靡,对中国的反倾销战也愈演愈烈,使得水果出口行业日益衰退,诸多中小型水果出口公司也逐渐倒闭。为走出困境,许多水果出口企业意识到制定差异化竞争策略的重要性,以通过不断吸取先进理论的精华,弥补自身的不足,进而提高企业市场竞争力。大连TB公司于1997年成立,但是近几年因为受到政策环境、经济环境、社会文化环境、技术环境和顾客需求变化的影响,营业情况日趋不善。因此研究该公司所面临的复杂环境以及制定相应的出口竞争策略和战略规划已成为该公司需要迫切解决的发展问题之一。而如何制定竞争战略目标、竞争策略及其具体措施更是该水果出口企业面临的重要问题,同时这些也是本文的研究重点。基于此,本文以大连TB公司为研究对象,根据相关市场出口竞争理论,运用PEST、波特五力模型及SWOT分析对宏观经济形势、行业的整体状况及公司的优势、劣势、所面临的机会和威胁进行详细研究,寻求行业竞争的关键要素并结合该公司自身经营特点,确定适合该公司发展的差异化竞争策略,包括市场定位、品牌、市场、人员以及市场营销等五个具体的差异化竞争战略,并为之制定出相应的实施保障；包括优化组织结构、构建企业文化制度、加强管理制度创新、增加产地收货能力、加强同主要果品进口国的交流磋商和提升大连本地“农户+企业”苹果生产能力。本文的研究结论不仅将推动大连TB公司摆脱困境、快速发展,而且还可丰富相关理论研究,并对国内处于相同发展期的水果出口公司的发展起到一定的指导和借鉴作用。
[Abstract]:As the world economy enters the post-financial crisis stage, the major trade zones of the United States, Europe, and other major trade areas of our country are languishing, and the anti-dumping war against China is becoming increasingly fierce, which makes the fruit export industry decline day by day. Many small and medium-sized fruit export companies are also closing down. In order to get out of the dilemma, many fruit export enterprises realize the importance of formulating differentiated competition strategy, in order to absorb the essence of advanced theory constantly, make up for their own shortcomings, and then improve the market competitiveness of enterprises. Dalian TB Company was founded in 1997, but in recent years, due to the influence of the policy environment, economic environment, social and cultural environment, technological environment and customer demand, the business situation is becoming increasingly poor. Therefore, studying the complex environment faced by the company and making the corresponding export competition strategy and strategic planning have become one of the development problems that need to be solved urgently. However, how to make the goal of competition strategy, competition strategy and its specific measures are the important problems faced by this fruit export enterprise, which are also the focus of this paper. Based on this, this article takes Dalian TB Company as the research object, according to the related market export competition theory, uses the pest, Porter five forces model and the SWOT analysis to the macroeconomic situation, the industry overall situation and the company's superiority, the inferiority. The opportunities and threats faced by the company are studied in detail, and the key elements of the industry competition are sought and combined with the characteristics of the company's own management to determine the differentiated competitive strategies suitable for the development of the company, including market positioning, brand, market, and so on. Five specific differentiated competitive strategies, such as personnel and marketing, have been worked out to ensure their implementation, including optimizing the organizational structure, constructing the corporate culture system, strengthening the innovation of the management system, and increasing the capacity to receive goods from the producing areas. Strengthen the exchange and consultation with the major fruit importing countries and enhance the production capacity of the local "farmers' enterprises" in Dalian. The conclusion of this paper will not only promote Dalian TB company to get rid of the predicament and develop rapidly, but also enrich the relevant theoretical research, and play a certain guiding and referential role in the development of domestic fruit export companies in the same period of development.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.7;F752.62

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